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Mobile phones and the consumer kids

Mobile phones Consumers Australia

In recent years manufacturers have devoted special attention to young children, or ‘tweens’ aged between six and thirteen. But as manufacturers have attempted to engage with this young age group to develop brand loyalty for life, children have been put under increasing pressure to consume. This paper finds that whilst mobile phones are marketed to parents on security grounds, the majority of children who own mobile phones are motivated by status and aesthetics in their purchasing decision.

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